1. Tao Kae Noi
Presentation
By:
…..

2. Industry Analysis

3. • Market value – 12,000 Million Baht
• 4 Main segment
• 30% potato chips (3,600 Million Baht)
• 30% other chips (3,600 Million Baht)
• 30% seaweed snacks (3,600 Million Baht)
• 10% fish snacks (1,200 Million Baht)

4. Tao-Kae-Noi
Seleco
Machita,Uni,Dai
so, etc

5. • Average consumption person/year
• Thailand 6 pieces
• Japan 60 pieces
• Korea 140 pieces

6. • Problem 1
• Cost increase
• Solution 1
• Innovating manufacture new product with lower cost
• Issue
• People spend less on non needed product
• Counter
• People have no time for fresh cooked, spend more on
ready to eat product

7. Competitor Analysis

16. Porter’s Five Forces

17. Competitive Rivalry
• Intense competition between seaweed snack
brands
•There are many seaweed snacks available (high
substitution)
•Buyer has a high bargaining power
High competitive rivalry will lead to price war, investment
in innovation & new products, intensive promotion

18. Supplier Power
• Fresh seaweed are mainly imported from
Korea, China, and Japan.
•Fresh seaweed is an agricultural product
• Difficult for the supplier to enter seaweed
snack market due to limitation in technology
know-how, distribution network, etc.
Supplier power is low

19. Threat of Substitute Products
•Seaweed snacks are easily substituted
•Low-involvement products that only required
nominal decision making
Threat of substitute product is high

20. Threat of New Entrant
• Market has low entry and exit barrier
High threat of new entrant

21. Buyer Power
•Difficult to differentiate between seaweed
brands
•Low price  low switching cost
High bargaining power for consumers

22. Company Analysis

23. • Mr. Itthipun Kulpongwanit
• online-game addict
• Selling chestnut.
• Established in
• Distribute to 7/11
• Main industry in Bangbuathong

24. • In 2007
– 60% are exported
• In 2011
– 50% are exported
– Due to focus on
competitive in Thailand
• Export tao kse noi in the in Asia
– Hongkong, Macau, Taiwan, Malaysia, Singapore, Indonesia, Viet
nam

25. • Slogan of “ ”
• 2011
– Revenue of 2,000
million
– 70% from domestic
– 30% from export
• Many distributions channel
– Modern trade
– Traditional trade
– Tao Kae Noi Land
– Vending machine

27. • Have their own R&D department
• Innovators of packaging
• Strong Brand Entity
• Market leader
• Many distributions channel to cover the
market
• First mover
• Many product offering
• Tao Kae Noi is too
dependent on the owner
• Low switching cost
• Product not diversify
• Seaweed for some
countries is not that
common
• The healthy snack trend is so
popular nowadays in
Thailand, which Tao Kae Noi
is one of those kinds.
• To expand the international
market
• Chance to diversify product
into other type of snack
• There are several brand of
seaweed, which is the second mover
after Tao kae noi and have lower price
for example, Machita.
• Environmental threat
• Global business recession.

28. Marketing Strategies Analysis

29. 1. Competitive frame of reference – target consumer
Teenagers Employees
Age: 4 – 35 years old Price: 5 – 40 baht

30. 1. Competitive frame of reference – main competitors

31. 2.1 Points - of – parity

32. 2.2 Points - of – difference

33. 1. Fried Seaweeds – Crispy Seaweed
• 85 g., 40 g., 20 g.
• Original, Hot &
Spicy, Tom Yum
Goong, Tomato
Sauce, Wasabi, Seafood,
and Pizza

34. 1. Fried Seaweeds – Big Sheet
• 4 g.
• Classic, Spicy, Japanese
Sauce, Pizza, Seafood

35. 1. Fried Seaweeds – Big Sheet Pocket
• 40 g.
• Classic, Spicy

36. 4. Grilled Seaweeds – Super Crisp
• 12 g., 24 g.
• Hot Chili
Squid, Kimchi, Classic

37. 4. Grilled Seaweeds – Big Bang
• 6 g., 30.6 g., 60 g.
• Classic, Spicy Grilled
Squid, Hot & Spicy

38. 4. Grilled Seaweeds – With Rice Crisp
• 24 g., 30.6 g. 51 g.
• Original Flavor

39. 3. Roasted Seaweeds – Extra Sheet
• 16 g.
• Original Japanese
Sauce, Garlic

40. 3. Roasted Seaweeds – Korean Style
• 4 g.
• Classic

41. 2. Tempura Seaweeds
• 25 g., 36 g., 40 g.
• Original
Style, Spicy, Tempura
Shrimp

42. 5.Other products
- Norimaki
- Fish Snack
- Paul Squid
Cracker

43. 1. Onori

44. 2. Seleco

45. 3. Masita

47. New Perspective Marketing
• Experiential Marketing
– Interview of Tao-Kae-Noi’s owner

48. New Perspective Marketing
• Permission Marketing
– Think of Seaweed, Think of Tao Kae Noi
advertising
– Free sample

49. Product Strategy
• Perceived quality and value
– Functional product performance
• Features, Reliability, Durability
• Performance > Perceived Value
– Brand intangible
• Brand reputation, brand personality
• Owner’s Reputation

50. Price Strategy
• Different sizes = different prices > capture
different target market
• 5-60 Thai baht

51. Place or Channel Strategy
• Indirect Channel
– Convenient store ex. 7-11
– Aboard
• Direct Channel
– Tao-Kae-Noi Land

52. Promotion Strategy
• Advertising
– Print advertising
– Interactive
– Place advertising
• Publicity

53. Promotion Strategy
• Promotion
– Customer franchise building program
• Flip the Cards game

54. Promotion Strategy
• Promotion
– Non Customer franchise building program
• Price Promotion

55. Recommendation

56. • Strong association between “seaweed” and
Tao-Kae-Noi
– The association is too strong
– For products that are not related, Tao-Kae-Noi
should introduce different brand name

57. • Maintain and improve brand image
– Maintain the strong and favorable associations
• Taste and brand name
– Differentiate the “homogeneous products”
through Image ads.
– Try to project and symbolize what the brand is about
other than selling the functional aspects of the
products.

58. • Aim at new potential segments
– Tao-Kae-Noi existing customers are mostly young
adults
– Have opportunity to extend the product-line and
aim at different segments
• To gain additional revenue
• Increase market coverage
– Tao-Kae-Noi “Roasted seaweed” and the elderly

59. • Be aware of the social networks
– A cheap and effective marketing tool
• Reach potential customers
• Can provide real time feedbacks/ interactions with the
customers
– Tao-Kae-Noi must use this tool to its maximum
potential

60. • Be aware of the social networks

61. • Maintain and strengthen the position of Fried
seaweed
• Invest in different areas
• Marketing communications
• Logistic
• Research and development

62. • There are two options for Grilled seaweed
• Either invest a lot of money to stimulate
and improve market share
• Or minimize investment and harvest
whatever revenue (8.03%) it generates
• Minimize risk

63. • Harvest money from the cash cow
• Investment requirements should be low
since there is little to no market growth
• Invest only to make sure that the Roasted
seaweed stay as a cash cow

64. • Slowly divest the Tempura seaweed
• Harvest whatever revenue it generates
• Stop investing money
• Slowly fade out to minimize impacts